Evelina®: The appeal of quality apples continues to grow

26 February, 2018

Two new strong partners in South America, the introduction of Evelina® All Natural Drinks, enhanced marketing activities, and market-position expansion: the quality apple Evelina® continues on its successful path, endeavouring to double its harvest yield.

Evelina® has just completed another successful year: the quality apple continues to expand its market position. Shares in key markets have once again increased in 2017 and crop yields and sales also increased significantly. At present, Evelina® cultivation land now totals 1,200 hectares after expansion. The plan is to double the current harvest of 30,000 tons to 60,000 tons in the coming year. The quality apple will be grown in 15 European countries and in South America and the USA. At present, the Evelina® brand is already registered in 40 countries.

Copefrut and Frusan are new partners in South America

After entering the market in Argentina with Patagonian Fruit Trade and a collaboration with DOLE Chile, Evelina® was able to secure two additional partners in South America, Copefrut and Frusan. “Copefrut is amongst the leading apple producers in Chile with excellent export markets,” explained Arno Überbacher, CEO of Evelina GmbH International. “Like Copefrut, Frusan is one of the most innovative Chilean apple exporters and is an important strategic partner, allowing us to increase penetration in the North American and Asian markets.” Markets such as China in particular, as well as the Middle East and Brazil receive deliveries from Chile. Key markets also include India, North Africa, the United States and Canada.

A large portion of the Chilean Evelina®-harvest will be grown at Frusan facilities located near the small town of Traiguén in the Chilean province of Malleco. “This region is comparable to the best growing areas in Europe,” said Arno Überbacher of the positive partnership. “The sugar content and the colour of the apples are ideal thanks to the temperature differences between day and night.”

Growth in the USA with organic apples

Around 70 percent of Evelina® apples in Argentina are produced organically. A good portion of this stock is delivered to the United States, thanks in no small part to the trend towards organic products in the USA.

Increased marketing activities

Evelina® is also now supplying the important Spanish sales market, famed for the high standards of its consumers. Along with its fruit-growing partners, a new communication strategy is currently in development to better and more clearly communicate with Spanish consumers.

In order to better cement its position in original European markets, marketing activities will be enhanced here as well. Recently, in Germany, a collaborative project was completed with Constantin Film for the film production of “Dieses bescheuerte Herz (This Crazy Heart).” In addition, sporting events in Germany will also be supported and a social-media campaign launched – featuring, among others, Evelina Mamajeva, a brand ambassador for the German fitness chain McFit.

In 2018, radio campaigns in Austria, Germany, Slovakia, the Czech Republic and France are planned to reach audiences of millions. Such initiatives will be accompanied by special placement campaigns, prize competitions and tastings at Point of Sale. In Italy, a TV campaign is planned for 2019.

Naturally refreshing drink just released

The Evelina® All Natural Drink, a vegan, 100% all-natural refreshing beverage made from directly pressed, naturally cloudy apple juice, fresh spring water and a shot of directly pressed lemon juice, has just been released to market. Quality fruits from the Evelina® club variety originate from Austrian farmers and are directly picked before being pressed with care. “The drink is the next milestone in our sustainable, comprehensive concepts. During production, use is made of apples that are not appropriate for sale due to, e.g. optical deformation. The packaging made from cardboard is environmentally friendly and recyclable,” emphasised Arno Überbacher.